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The Convergence of   Search, Social & Content          MarketingArnie Kuenn - @ArnieKPresidentVertical MeasuresSan Francis...
San Francisco | August 13–17, 2012 | #sessf @ArnieKAbout Your Presenter…• President of Vertical Measures – A  Search, Soci...
San Francisco | August 13–17, 2012 | #sessf @ArnieK                 Tell You How to get it                 for FREE on Ama...
San Francisco | August 13–17, 2012 | #sessf @ArnieK“content marketing”
San Francisco | August 13–17, 2012 | #sessf @ArnieKBut is every SEO   suddenly acontent marketing     expert?
San Francisco | August 13–17, 2012 | #sessf @ArnieKWhat Content Marketing is NOT
San Francisco | August 13–17, 2012 | #sessf @ArnieKContent Marketing is a Continuous, Thought              Out Process
San Francisco | August 13–17, 2012 | #sessf @ArnieKThink Like a Publisher!
San Francisco | August 13–17, 2012 | #sessf @ArnieKDevelop Your Strategy – Questions to Answer•   Strategy will evolve thr...
San Francisco | August 13–17, 2012 | #sessf @ArnieK    Develop Your Strategy (continued)• How will you promote your conten...
San Francisco | August 13–17, 2012 | #sessf @ArnieK
San Francisco | August 13–17, 2012 | #sessf @ArnieKStart With Research
San Francisco | August 13–17, 2012 | #sessf @ArnieKList all Content Ideas in a Spreadsheet                    Adjust strat...
San Francisco | August 13–17, 2012 | #sessf @ArnieKPut Together An Editorial Calendar
San Francisco | August 13–17, 2012 | #sessf @ArnieK
San Francisco | August 13–17, 2012 | #sessf @ArnieKAddress Pricing / Cost
San Francisco | August 13–17, 2012 | #sessf @ArnieKComparisons  Showcase your product or service then compare and contrast...
San Francisco | August 13–17, 2012 | #sessf @ArnieKFree Guides or Whitepapers
San Francisco | August 13–17, 2012 | #sessf @ArnieKInterviews – Helps Make You the Expert
San Francisco | August 13–17, 2012 | #sessf @ArnieKLists – People Still Love Them
San Francisco | August 13–17, 2012 | #sessf @ArnieKVIDEOS – Not as Hard as You Think!           Webinars                  ...
San Francisco | August 13–17, 2012 | #sessf @ArnieKThe Bottom Line…• If someone is pricing it    – you should be addressin...
San Francisco | August 13–17, 2012 | #sessf @ArnieKAll 8 Steps Matter
San Francisco | August 13–17, 2012 | #sessf @ArnieK    Want to be   awesome atcontent marketing?
San Francisco | August 13–17, 2012 | #sessf @ArnieKSimon Kelly
San Francisco | August 13–17, 2012 | #sessf @ArnieKJoe Pulizzi
San Francisco | August 13–17, 2012 | #sessf @ArnieKAnn Handley
San Francisco | August 13–17, 2012 | #sessf @ArnieK               John Deere                   The Original Content Market...
San Francisco | August 13–17, 2012 | #sessf @ArnieK       Content Marketing Requires A Whole               Different Exper...
San Francisco | August 13–17, 2012 | #sessf @ArnieK             Remember!Every brand has a story to tell,THOSE WHO TELL IT...
San Francisco | August 13–17, 2012 | #sessf @ArnieK               Thank You!PAID FOR BY THE COALITION FOR BETTER WEB CONTE...
San Francisco | August 13–17, 2012 | #sessf @ArnieKMore Traffic. More Leads. More Business.        Contact: 888-476-1881  ...
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#SESSF The Convergence of Search Social and Content Marketing

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Arnie Kuenn's presentation from SES San Francisco on 8/15/12.

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Transcript of "#SESSF The Convergence of Search Social and Content Marketing"

  1. 1. The Convergence of Search, Social & Content MarketingArnie Kuenn - @ArnieKPresidentVertical MeasuresSan Francisco| August 13–17
  2. 2. San Francisco | August 13–17, 2012 | #sessf @ArnieKAbout Your Presenter…• President of Vertical Measures – A Search, Social & Content Marketing Services Company• Instructor for the Content Marketing Institute & Online Marketing Institute
  3. 3. San Francisco | August 13–17, 2012 | #sessf @ArnieK Tell You How to get it for FREE on Amazon – in a bit.
  4. 4. San Francisco | August 13–17, 2012 | #sessf @ArnieK“content marketing”
  5. 5. San Francisco | August 13–17, 2012 | #sessf @ArnieKBut is every SEO suddenly acontent marketing expert?
  6. 6. San Francisco | August 13–17, 2012 | #sessf @ArnieKWhat Content Marketing is NOT
  7. 7. San Francisco | August 13–17, 2012 | #sessf @ArnieKContent Marketing is a Continuous, Thought Out Process
  8. 8. San Francisco | August 13–17, 2012 | #sessf @ArnieKThink Like a Publisher!
  9. 9. San Francisco | August 13–17, 2012 | #sessf @ArnieKDevelop Your Strategy – Questions to Answer• Strategy will evolve through the whole process• Why are you creating the content you are creating?• Who is your audience?• Who are you? – Determine your “voice”• Have you taken an inventory of your current content?• What types of content will you create?• How will you develop your content?• When will you develop your content?
  10. 10. San Francisco | August 13–17, 2012 | #sessf @ArnieK Develop Your Strategy (continued)• How will you promote your content?• What will you measure?• What does success look like?• What will your new content accomplish? – Customer Retention? – Lead Generation? – Thought Leadership? – Lower Customer Service Costs? – Open New Markets?
  11. 11. San Francisco | August 13–17, 2012 | #sessf @ArnieK
  12. 12. San Francisco | August 13–17, 2012 | #sessf @ArnieKStart With Research
  13. 13. San Francisco | August 13–17, 2012 | #sessf @ArnieKList all Content Ideas in a Spreadsheet Adjust strategy if necessary.
  14. 14. San Francisco | August 13–17, 2012 | #sessf @ArnieKPut Together An Editorial Calendar
  15. 15. San Francisco | August 13–17, 2012 | #sessf @ArnieK
  16. 16. San Francisco | August 13–17, 2012 | #sessf @ArnieKAddress Pricing / Cost
  17. 17. San Francisco | August 13–17, 2012 | #sessf @ArnieKComparisons Showcase your product or service then compare and contrast to others.
  18. 18. San Francisco | August 13–17, 2012 | #sessf @ArnieKFree Guides or Whitepapers
  19. 19. San Francisco | August 13–17, 2012 | #sessf @ArnieKInterviews – Helps Make You the Expert
  20. 20. San Francisco | August 13–17, 2012 | #sessf @ArnieKLists – People Still Love Them
  21. 21. San Francisco | August 13–17, 2012 | #sessf @ArnieKVIDEOS – Not as Hard as You Think! Webinars Interviews Fun
  22. 22. San Francisco | August 13–17, 2012 | #sessf @ArnieKThe Bottom Line…• If someone is pricing it – you should be addressing pricing• If someone is comparing it – you should be comparing it• If someone is asking it – you should be answering it• If someone is thinking it – you should be mentioning it• If someone has concerns – you should be tackling those concerns head-on
  23. 23. San Francisco | August 13–17, 2012 | #sessf @ArnieKAll 8 Steps Matter
  24. 24. San Francisco | August 13–17, 2012 | #sessf @ArnieK Want to be awesome atcontent marketing?
  25. 25. San Francisco | August 13–17, 2012 | #sessf @ArnieKSimon Kelly
  26. 26. San Francisco | August 13–17, 2012 | #sessf @ArnieKJoe Pulizzi
  27. 27. San Francisco | August 13–17, 2012 | #sessf @ArnieKAnn Handley
  28. 28. San Francisco | August 13–17, 2012 | #sessf @ArnieK John Deere The Original Content Marketer? He created “The Furrow” magazine – he was trying to educatefarmers on all the different technology changes that were going on at the turn of the century. He couldn’t do that through an ad, so he created a magazine!
  29. 29. San Francisco | August 13–17, 2012 | #sessf @ArnieK Content Marketing Requires A Whole Different Expertise• Go to the conferences • Read the books • Follow the blogs
  30. 30. San Francisco | August 13–17, 2012 | #sessf @ArnieK Remember!Every brand has a story to tell,THOSE WHO TELL IT BEST WILL WIN.
  31. 31. San Francisco | August 13–17, 2012 | #sessf @ArnieK Thank You!PAID FOR BY THE COALITION FOR BETTER WEB CONTENT APPROVED BY ARNIE KUENN
  32. 32. San Francisco | August 13–17, 2012 | #sessf @ArnieKMore Traffic. More Leads. More Business. Contact: 888-476-1881 www.VerticalMeasures.com
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